CKE Press Release

July 29, 2014

Carl’s Jr. and Hardee’s Say “I Love Paris (Hilton)” Again

Media icon and original ambassador Paris Hilton revisits her iconic car wash moments for the new Texas BBQ Thickburger commercial

CARPINTERIA, Calif.--(BUSINESS WIRE)--Nearly a decade after she rocked the world with just a bikini, a burger,
a Bentley and some suds, Paris Hilton is back with another commercial
for Carl’s Jr.® and Hardee’s® promoting the new Texas
BBQ Thickburger
®. The spot pays homage to Paris’ iconic
2005 commercial titled “I Love Paris,” with a Texas spin, and began
airing nationally July 28.

“Paris is the one who started it all by making the eating of a big,
indulgent burger look, as she would say, ‘hot,’” said Brad Haley, chief
marketing officer for Carl’s Jr. and Hardee’s. “When Paris’ original ‘I
Love Paris’ ad debuted in 2005, the worldwide reaction was overwhelming;
so much so that the longer-form Director’s Cut of the ad crashed our
servers when it was posted on our website. It really still stands as one
of the most iconic ads of the last decade so we’re thrilled to be
working with her again on an ad that’s sure to be one of the most iconic
commercials of the next decade.”

The new ad titled “I Love Texas”was created by Los Angeles- and
Amsterdam-based creative agency 72andSunny and reunites Paris with
director Chris Applebaum, who directed the 2005 spot. Sports
Illustrated model and swimsuit issue “Rookie of the Year” finalist
Hannah Ferguson also stars as the newest spokesmodel for the chains. The
spot opens on Hannah enjoying the spicy Texas BBQ Thickburger while
scrubbing down her muddy pick-up truck. Enter Paris, reprising her role
from 2005, Bentley included. She inspects Hannah’s handiwork and ribs
her: “You missed a spot,” before biting into a crispy jalapeno strip
from the Texas BBQ Thickburger. The spot also features a re-recording of
Cole Porter’s famous “I Love Paris” from the original ad, performed as
“I Love Texas.”

“The Carl’s Jr. and Hardee’s commercials have become known all over the
world for being creative and unique; they’re commercials that everyone
remembers,” says Hilton about her decision to do a second commercial. “I
loved being in the original, but I’m even more excited for this one.”

Paris’ 2005 “I Love Paris” ad paved the way for many more memorable
Carl’s Jr. and Hardee’s ads over the years starring Kate Upton, Kim
Kardashian, Heidi Klum, Nina Agdal and now Hannah Ferguson.

The :30 spot can be viewed on the chains’ YouTube channels (www.youtube.com/carlsjr
and www.youtube.com/hardees).
An extended Director’s Cut and a behind-the-scenes video featuring
interviews with Paris and Hannah from the commercial shoot will be
available on YouTube this week.

CKE Restaurants Holdings, Inc. (“CKE”) is a privately held company
headquartered in Carpinteria, Calif. Through its subsidiaries, CKE owns
and licenses Carl’s Jr.® and Hardee’s® quick-service
restaurants. CKE operates Carl’s Jr. and Hardee’s as one brand under two
names, acknowledging the regional heritage of both banners. CKE has a
total of 3,499 franchised or company-operated restaurants in 42 states
and 31 foreign countries and U.S. territories. Known for its
one-of-a-kind premium menu items, such as 100 percent Black Angus
Thickburgers®, Made from Scratch™ Biscuits, Hand-Breaded
Chicken Tenders™ and Fresh Baked Buns, as well as an award-winning
marketing approach, the Carl’s Jr./Hardee’s brand continues to deliver
substantial and consistent growth in the U.S. and overseas. The Carl’s
Jr./Hardee’s system is now 75 percent franchised, with international
restaurants representing 17 percent of the system. For more information
about CKE, please visit www.ckr.com or
its brand sites at www.carlsjr.com and www.hardees.com.